Tonal site work completed as Group Creative Director, XD while at R/GA with many other talented people
Tonal.com
Shaping the Future of Fitness by Inspiring and Empowering You To Be Your Strongest
Tonal’s revolutionary home gym far outpaces the competition. But their site was too similar to other fitness brand sites and didn’t work hard enough to meet the needs of the Tonal brand and their customers. They needed a new site that was strong, inspiring and persuasive to support their aspirations and encourage others to join them in shaping the future of fitness.
Reimagining the Beating Heart of Tonal’s Digital Ecosystem
We weren't just redesigning a product site. We were crafting an immersive destination that tells an emotional product story with an intimate feel that invites you to explore the machine up close. An interactive experience that demonstrates the power of Tonal's personalized workouts, motivating you to unlock your own strength. A dynamic site that serves as a powerful expression of the Tonal brand.
Elevating the Brand
Point of View: We injected an ownable brand perspective into the site, highlighting Tonal's inclusivity through diverse visuals and customer stories, a user-centric design prioritizing usability and accessibility, and a modern, clean aesthetic to match their premium yet approachable brand.
Brand Story: We enriched Tonal's narrative by emphasizing their broader vision of empowering people to reach their strength potential, not just showcasing the product. This inspires customers to become part of a fitness movement, shaping the future, and sharing in a supportive community.
Telling a Compelling, Singular Story
Benefits Forward: The site narrative prioritizes personal benefits through emotional storytelling, emphasizing the 'why' behind training. By balancing the complex technology with the simplicity of the product experience, we boost engagement and comprehension.
One Tonal: We streamlined the site architecture to present a unified story, showcasing Tonal's powerful blend of innovative hardware, AI software, and personalized workouts, capable of unlocking hidden strength you never knew you had.
Closing the Experience Gap
Tactile, Moving, Personal: Tonal is a technology you have to see — and feel — to believe. So we integrated core product attributes like motion, interactivity, and personalization into the site. With interactive vignettes, animations, and dynamic content we mimic the Tonal experience while encouraging user exploration.
Design System: We bridged the physical and digital Tonal experience with an evolved, carefully crafted design aesthetic that evokes Tonal’s sleek, sophisticated UI and painstaking attention to detail present in Tonal’s equipment and on-screen interactions.
Establishing Tonal’s Credibility
We boosted Tonal’s credibility as a best-in-class fitness experience, trusted by world-class athletes, by strategically incorporating strength training expertise and third-party endorsements throughout the customer journey:
Tonal Introduction: We relied on Tonal’s network of pro athletes that have experienced Tonal’s power and AI to build intrigue and encourage product exploration.
Product Education: We integrated articles, authored by Tonal’s team of experts, influencers, and coaches, explaining the science behind their product innovations.
Conversion: We harnessed Tonal’s community through customer stories, reviews, and photos, offering an impartial perspective to boost confidence at the point of conversion.
Creating Clear Paths
Encourage Discovery: We empower users with intuitive exploration paths, allowing them to delve deeper into areas of the product and brand that pique their interest. And by using a modular format, the content can be dynamically reconfigured tailor the experience to the users’ needs as they evolve along the customer journey.
Streamline the Path to Purchase: We aligned each page with the purchase funnel and systematically directed users toward conversion by placing next best actions at the bottom of key pages of the site.
Conditioned for a Stronger Future
The site's redesign not only elevated Tonal's brand image but also optimized the efficacy of their lower funnel to increase online sales. This strategic move aligned with the company's commitment to operational efficiency as they prepared for their next round of funding: a substantial $130 million capital raise which occurred in April 2023.